Business Monitor One weird Christmas
It's going to be a weird Christmas this year. Marketing expert, Paul Clapham, reports on how you can make the most of the current situation this festive season.
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just mentally flipped through all the favourite songs and a big chunk is simply entirely at odds with the spirit when it’s got a solid slug of COVID-19 mixed in. Since the virus has sadly killed more than 50,000 (at the time of going to print) people so far in the UK it’s inappropriate to tell any COVID-19 funnies. Those embarrassing Xmas sweaters might also get a year off. Hey a win’s a win. But I do think that there are business opportunities for garment decorators. We’re all in this together must surely present creative possibilities. The whole family or other social grouping stretching a big sweater that features that one liner would make for some memorable images.
Rules and regs Take a look at the COVID-19 rules (except that Boris and his gang will surely change them) are there enough that demand the T shirt treatment? E.g. not driving home for Christmas. Still if you’re relaxed about producing lots of one offs your existing client contacts would have to be ultra-dull not to come up with a winner each. Traditional Christmas carols might be a fine opportunity. I think that there may be something in featuring the seven dwarfs, given that the government restrictions all seem to limit parties of six and above. But at the same time nobody wants to be a wowser, especially at Christmas. Therefore, it is essential to look for ways round the virus. So, we can switch from negative to positive, which in my view is
| 18 | December 2020
standard attitude for us Brits. So here are some other thoughts. Let’s start with a Santa face mask, not just for Dad on Christmas Eve but for the youngsters for weeks around Christmas. Sell whatever you sell in packs of seven. After all, this is about healthiness and clean clothes are an essential part of that. I assume that every reader wears a clean pair of socks each day; the same should be true for face masks which likewise are machine washable. Nobody said it was a style statement but if you hold your breath a short while, maybe it will become one.
For little ones we have the Lone Ranger. At about five years old I wanted nothing more than to be him. Things can’t have changed that much. His mask was just that but it’s about content not style. Talk to your local sports clubs – football, rugby hockey and cricket, all are relevant. Since it is compulsory to wear a mask, it might as well be in colours that the individual consciously chooses. I suggest that this will lead to more enthusiasm for the whole principle, something Boris and the boys have failed to achieve so far. Some clubs are good at building overall membership including buying into the extras which can help fund the club and recruit new members. People like to be part of a club that has a positive go get ‘em approach. Equally, this may build your relations with existing commercial customers, since they are members of this club or that so you can invite them to yours. Here’s a thought which may be pie in the
sky. Bring back the masquerade ball. Said entertainment was hugely popular in the 18th century and as the name states, a masque was an essential part of the dress. Gloves were worn too, including by men. It makes me wonder if the reason for this garb was the same or very similar to coronavirus. I guess that it’s illegal at present, but the rules and regs keep changing, so never say never. Charity giving at Christmas is, I am told, a lot easier to promote if the donor is getting something back. Persuading them to buy something they have to have, especially if you aren’t robbing them (as some people selling masks appear determined to do) makes for a good deal – a local charity, a local supplier (you) the product is one size and unisex.
Promotional ideas
Since this magazine is called Printwear & Promotion, let’s consider some wider promotional ideas.
One that would make you famous and hopefully richer is football. At some stage the stadiums are going to be open again. If everyone who buys a mask from you can buy a league football ticket, that’s a unique offer. Fans would pile in, I believe. Keep it simple and hope that you can run such an offer before Christmas. Run a low-cost holiday in the Canaries deal – they at least are open. Talk to your local travel agent (they still exist) and see what you can come up with where both parties benefit. Finally, enjoy the festive season, whatever it may bring.
www.printwearandpromotion.co.uk
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